Time Magazine cover being used for Call of Duty promotion

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Time Magazine has one of the most iconic cover designs in print media. The red-bordered and letter cover with the photo underneath is immediately recognizable anywhere, and a number of movies and television shows have mocked up the cover’s likeness to create a sense of gravity to the events in their own stories. Now, Activision wants to do the same, and has Time’s approval to use its official likeness for the promotion.

The Activision mockup of Time Magazine features the iconic layout with a war-torn view of Wall Street. The scene includes the Stock Exchange building standing amidst rubble and blown out buildings with the leading story’s title on the center right: “World Stands On The Brink.” The mockup isn’t actually a copy of Time Magazine, it’s really just the cover, used in a poster to promote Call of Duty: Modern Warfare 3. Turn the cover over and you’ll see a Modern Warfare 3 poster.

The cover art is taken directly from the game, and is meant to highlight the opening levels of Modern Warfare 3 that take place in a Manhattan under siege by Russian forces. You play an American soldier fighting to free American shores from the Russian onslaught. As we’ve mentioned however, the conflict isn’t just in the United States, and the battle spreads across the globe, starting in New York City but eventually taking you to Paris, London, and even Dubai.

The mockup by Activision is the first time that Time Magazine has officially granted permission to use the official Time logo, faceplate, and likeness for commercial purposes. The poster has caused its fair share of controversy – a number of people have questioned whether or not Time Magazine should sell its highly prized and esteemed likeness for some short-term revenue and exposure for a video game.

Others, including Time Magazine’s publishers, think that it’s a great way for the magazine to connect with an entirely new audience it may not have reached before. Regardless of the debate, the promotional poster is up in GameStop stores across the United States now.